Tag Archives: web marketing

What, specifically, is your vision for your online marketing? If you don’t have clear intentions for your online marketing, it probably isn’t working as hard for you as it could.

Online marketing includes your web site, any paid ads you run online such as banner ads or Facebook ads, your presence on blogs and podcasts, online press releases, web videos and audios you’ve created, teleseminars and online events—everything about you on the web.

Does your online presence tell a consistent story? Do all the pieces reinforce your position as an expert? Are you showing yourself in your best light?

In order to have a clear intention for your online marketing, you need to focus on your top business goal and your #1 target audience.

Everything you do should support achieving your top business goal by successfully connecting with your #1 target audience in a way that moves your audience to take strategic action.

What is the action you want your audience to take? Do you want them to move down your sales funnel from free download to expensive consulting product? Do you want them to sign up for an upcoming event? Are you hoping they’ll invite you to speak? It’s OK to want all of those things, but you’ll need a carefully structured online effort to reach multiple audiences with multiple goals.
Start simple. If your #1 target audience did just one thing to make the biggest impact on your bottom line to help you achieve your top goal, what would it be? Once you know, align all of your online marketing efforts toward encouraging your audience to take that single action.

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Does your web site have a clear focus on communicating with your ideal client, or is your focus a little fuzzy?

Can you see your statement of intention in your web site—its design, content, and wording? If not, your focus is probably fuzzy, and your target audience is probably not getting a clear message.

Start with a clear statement of intention. Who do you want to attract to your web site? What do you want them to do when they reach your site? What impression of you do you want them to carry away? How often do you want them to return?

When your intentions for your web site are clear in your own mind, you can view your site with fresh focus and new eyes. Imagine that you are one of your ideal prospects. Look at your home page. What does it say to you? Does it offer value or promise to help you solve your most pressing concern? Are there no-risk ways to get to know the expert (you) better—such as a free downloadable article or ebook? What is on the site that will improve your (the prospect’s) life?

Now that you’ve had a chance to take a 20/20 look at your web site with fresh eyes and clear intentions, what changes will you make?

THE AUTHOR

This Big Dreams and Hard Work! blog is dedicated to business owners, entrepreneurs, visionaries and authors who are committed to doing the hard work necessary to see their big dreams come true.

Gail Z. Martin is a bestselling author, international speaker and entrepreneur. She is the “Get Results Resource” for marketing strategies that work. Gail is the author of The Thrifty Author’s Guide to Launching Your Book and 30 Days to Social Media Success. You can find her online at GailMartinMarketing.com.